What We’ve Done
effie&co directors, Effie Young and Stephanie Carden, have worked with some of the biggest names in fashion, lifestyle and retail including Calvin Klein, Hugo Boss, Witchery, Target, Ted Baker, Omega, Bang & Olufsen, Mattel, Barbie, The Good Guys, Officeworks, Coles, The Victoria Racing Club, The Emirates Melbourne Cup Tour and The Caulfield Cup to name a few.
However, they have also worked with SMEs, emerging brands and NGOs and are passionate about helping these businesses and organisations to grow and flourish.
Big or small, the common thread has been creating compelling, tailored campaigns that cut through and get results.
Jamie’s Ministry of Food for the Good Guys, Designers for Target, Barbie’s 40th and 45th Birthday celebrations, Ian Thorpe for Omega, the national and international launches of Dita Von Teese lingerie, the Witchery White Shirt campaign, The Face of Caulfield Cup are all examples of the innovative and stand-out campaigns devised and implemented by the effie&co team.
The White Shirt Campaign was conceived and project managed by Effie for 3 years whilst at Style Counsel. It was developed in response to Witchery’s brief to reignite consumer interest, draw in new.
Following on from the huge success of Dita’s “VonFollies” collaboration with Target, the manufacturer approached Effie to assist them in launching a premium collection for the celebrity.
Youth Projects is a Melbourne based charity providing life changing services to Melbourne’s homeless and disadvantaged youth. While the work Youth Projects was doing was transforming and sometimes saving lives.
Jamie Oliver’s Ministry of Food Australia was conceived in 2010 in response to a brief from The Good Guys to take them from 15 to 30% market share in the highly competitive cooking/kitchen appliance sector.
Effie and Stephanie managed the public relations for Total Beauty Network brands’ INIKA Organic and Designer Brands for 3 years devising communications strategies for product launches, developing media collateral.
Target was facing an uphill battle in changing consumer and media perceptions about the brand and briefed Effie to develop a strategy to do just this. In line with its ethos to democratise style.
South Africa’s leading premium furniture and homewares retailer, Weylandts, appointed us to launch its brand and flagship store in Australia, the brief being to make some noise and attract consumers to the off-grid location.